Basic Marketing Research With Infotrac

by CHURCHILL

• ISBN13: 9780324190977
• ISBN10: 0324190972
• Edition: 5th
• Format: Paperback
• Copyright: 2003-06-02
• Publisher: South-Western College Pub

Summary

This best-selling introductory marketing research text has undergone a complete transition in the fifth edition, making it completely accessible to students while still retaining one of it's greatest features- it's level of relevant and important information. Take a look at this revised text and you'll see how we combined a true managerial and decision-making emphasis, with the most thorough explanation of what marketing research is, and how marketing research is done. This text will give your students a complete understanding of the modern practice of marketing research from the formulation of a question to the presentation of the results.

Table of Contents

Part 1 Introduction to Marketing Research and Problem Definition	1	(86)
Role of Marketing Research	2	(18)
The Problem: Marketers Need Information	4	(5)
International Missteps Caused by Environmental Differences	8	(1)
Who Does Marketing Research?	9	(4)
Producers of Products and Services	9	(1)
Marketing Research at Silver Dollar City, Inc.	10	(1)
Advertising Agencies	11	(1)
Marketing Research Companies	12	(1)
The Worlds 10 Largest Research Marketing Firms	13	(1)
Job Opportunities in Marketing Research	13	(1)
Types of Jobs in Marketing Research	13	(1)
Why Study Marketing Research?	14	(3)
Marketing Research Job Titles and Responsibilities	15	(2)
Summary	17	(3)
Gathering Marketing Intelligence	20	(18)
The Project Approach and the Systems Approach	22	(3)
Limitations of Marketing Information Systems	23	(1)
Networking Information Systems	24	(1)
Decision Support Systems	25	(6)
Data Systems	25	(2)
Marketing Information Available on the Internet	27	(1)
Model Systems	28	(1)
Too Much Marketing Intel-Ligence?	29	(1)
Dialog Systems	30	(1)
Trends in Obtaining Marketing Intelligence	31	(4)
Chief Information Officers and Chief Knowledge Officers	31	(1)
Linking Marketing Intelligence to Other Business Intelligence	32	(1)
Intelligence Gathering in the Organization of the Future	32	(1)
What is CRM?	33	(2)
Summary	35	(3)
Process of Marketing Research	38	(16)
Major Thrusts of Marketing Research at the Gillette Company	41	(1)
Sequence of Steps in Marketing Research	41	(5)
Formulate Problem	41	(1)
Determine Research Design	41	(1)
Determine Data Collection Method	42	(1)
Design Data Collection Forms	42	(1)
Design Sample and Collect Data	43	(1)
Analyze and Interpret the Data	43	(1)
Prepare the Research Report	44	(1)
Additional Comments on Marketing Research Steps	44	(2)
Marketing Research Ethics	46	(5)
Research Participants	46	(2)
Clients	48	(1)
The Research Team	49	(1)
Marketing Researchers' Own Perceptions of the Difficult Ethical Problems They Face	50	(1)
Summary	51	(3)
Problem Formulation	54	(33)
Problem Formulation	55	(2)
Problems versus Opportunities	56	(1)
The Problem Formulation Process	57	(9)
Step One: Meet with Client	57	(1)
Managers as Active Participants in the Research Process	58	(1)
Step Two: Clarify the Problem/Opportunity	59	(3)
Step Three: State the Manager's Decision Problem	62	(1)
Step Four: Develop Possible Research Problems	63	(2)
Step Five: Select Research Problem(s) to be Addressed	65	(1)
Step Six: Prepare Research Request Agreement	65	(1)
The Research Proposal	66	(2)
Research to Avoid	68	(2)
Choosing and Using a Research Supplier	70	(3)
Summary	73	(3)
Part 1 Research Project	76	(1)
Part 1 Cases	77	(10)
Big Brothers of Fairfax County	77	(1)
Transitional Housing, Inc. (A)	78	(2)
Supervisory Training at the Management Institute	80	(1)
Wisconsin Power & Light (A)	81	(1)
Telecard.com (A)	82	(2)
Hand-to-Hand Against Palm (A)	84	(1)
E-Food and the Online Grocery Competition (A)	85	(2)
Part 2 Research Design	87	(72)
Types of Research Design and Exploratory Research	88	(20)
Research Design as a Plan of Action	90	(1)
Types of Research Design	90	(2)
Exploratory Research	92	(12)
Literature Search	93	(1)
Experience Survey	94	(1)
Focus Groups	95	(1)
Experience of Harley-Davidson with Focus Groups	96	(4)
Major Differences Between Focus Groups Held in Foreign Countries and Those Held in the United States and Canada	100	(1)
Analysis of Selected Cases	100	(3)
Underlying Philosophy and Methods Used in Ethnographic Research	103	(1)
Summary	104	(4)
Descriptive and Causal Research Designs	108	(51)
Descriptive Research Designs	110	(10)
Longitudinal Analysis	112	(5)
Cross-Sectional Analysis	117	(1)
Sorting Out the Offline (Traditional) Vs. Online Decision	118	(1)
Comparison of Responses of the Market Facts Mail Panel and a Randomly Selected Telephone Sample	119	(1)
Causal Research Designs	120	(14)
Concept of Causality	120	(1)
Experimentation as Causal Research	120	(3)
Internal and External Validity of Experiments	123	(1)
Role of Experimentation in Marketing Research	124	(1)
Future and Problems of Experimentation	125	(3)
Types of Test Markets	128	(1)
Taco Bell's Use of Test Marketing for the Grilled Stuft Burrito	129	(1)
Use of an Electronic Test Market by Ocean Spray	130	(1)
Choosing a Test-Market Procedure	131	(3)
Summary	134	(6)
Part 2 Research Project	140	(1)
Part 2 Cases	141	(18)
Rumstad Decorating Centers (A)	141	(2)
Riverside County Humane Society (A)	143	(1)
HotStuff Computer Software	144	(2)
Student Computer Lab (A)	146	(5)
Chestnut Ridge Country Club	151	(5)
Hand-to-Hand Against Palm (B)	156	(1)
E-Food and the Online Grocery Competition (B)	157	(2)
Part 3 Data Collection Methods	159	(120)
Secondary Data	160	(27)
Advantages of Secondary Data	163	(1)
Disadvantages of Secondary Data	164	(2)
Problems of Fit	164	(1)
Problems of Accuracy	164	(2)
Using the Source to Evaluate the Accuracy of Secondary Data	166	(1)
Types of Secondary Data: Internal and External	166	(9)
Internal Secondary Data	167	(2)
Targeting: It's in the Cards	169	(1)
Searching for Published External Secondary Data	169	(2)
Some Key General Sources of External Secondary Data	171	(4)
Summary	175	(4)
Appendix 7a: Secondary Data Sources	179	(8)
Standardized Marketing Information Services	187	(20)
Profiling Customers	189	(2)
Measuring Product Sales and Market Share	191	(7)
Diary Panels	192	(1)
Store Audits	193	(1)
Scanners	194	(2)
An Example of the Impact of Scanners	196	(2)
Measuring Advertising Exposure and Effectiveness	198	(7)
Television and Radio	198	(4)
Print Media	202	(1)
Internet	202	(1)
Multimedia Services	203	(2)
Summary	205	(2)
Collecting Primary Data	207	(16)
Types of Primary Data	209	(7)
Demographic/Socioeconomic Characteristics	209	(1)
Psychological/Lifestyle Characteristics	209	(2)
Attitudes/Opinions	211	(1)
Lifestyle Descriptions of the Five Most Common Types of Gasoline Buyers	211	(2)
Awareness/Knowledge	213	(1)
Intentions	214	(1)
Motivation	215	(1)
Behavior	215	(1)
Obtaining Primary Data	216	(4)
Versatility	217	(1)
Speed and Cost	218	(1)
Objectivity and Accuracy	219	(1)
Summary	220	(3)
Collecting Information by Communication	223	(24)
Communication Methods	225	(6)
Structured-Undisguised Questionnaires	225	(1)
Unstructured-Undisguised Questionnaires	226	(2)
Unstructured-Disguised Questionnaires	228	(2)
Structured-Disguised Questionnaires	230	(1)
Methods of Administering Questionnaires	231	(11)
Sampling Control	232	(6)
Information Control	238	(2)
Administrative Control	240	(1)
Combining Administration Methods	241	(1)
Comparison of Data Collection Methods on Administrative Control	241	(1)
Summary	242	(5)
Collecting Information by Observation	247	(32)
Methods of Observation	249	(11)
Structured versus Unstructured Observation	249	(2)
Disguised versus Undisguised Observation	251	(3)
Additional Examples of Observational and Ethnographic Marketing Research	254	(1)
Natural versus Contrived Setting for Observation	255	(1)
Using Observational Techniques to Study Children As Consumers	256	(1)
Human versus Mechanical Observation	256	(4)
Summary	260	(3)
Part 3 Research Project	263	(1)
Part 3 Cases	264	(15)
Suchomel Chemical Company	264	(2)
Wisconsin Power & Light (B)	266	(2)
Office of Student Financial Services (A)	268	(1)
Premium Pizza Inc.	269	(5)
International Differences in the Cost of Data	274	(2)
Digital Euro Music	276	(3)
Part 4 Data Collection Forms	279	(118)
Designing the Questionnaire or Observation Form	280	(40)
Questionnaire Design	282	(29)
Specify What Information Will Be Sought	282	(2)
Determine Type of Questionnaire and Method of Administration	284	(1)
How Cultural Differences Affect Marketing Research in Different Countries	285	(1)
Determine Content of Individual Questions	286	(5)
Determine Form of Response to Each Question	291	(5)
How the Order in Which the Alternatives Are Listed Affects the Distribution of Replies	296	(1)
Determine Wording of Each Question	297	(1)
A Rogues' Gallery of Problem Words	298	(4)
Determine Question Sequence	302	(2)
Determine Physical Characteristics of Questionnaire	304	(1)
Contents of and Sample Cover Letter for a Mail Questionnaire	305	(1)
Reexamine Steps 1 through 7 and Revise If Necessary	306	(1)
Pretest Questionnaire and Revise If Necessary	307	(4)
Observation Forms	311	(3)
Summary	314	(6)
Measurement Basics	320	(25)
Scales of Measurement	321	(5)
Nominal Scale	323	(1)
Ordinal Scale	324	(1)
Interval Scale	324	(1)
Ratio Scale	325	(1)
The Measurement Problem	326	(3)
Variations in Measured Scores	329	(3)
Impact of Culture on Response Styles	330	(2)
Classification and Assessment of Error	332	(6)
The Assessment of Validity and Reliability	333	(5)
Developing Measures	338	(3)
Summary	341	(4)
Measuring Attitudes, Perceptions, and Preferences	345	(52)
Putting Hollywood to the Test	347	(1)
Attitude-Scaling Procedures	348	(2)
Observation of Behavior	348	(2)
Indirect Techniques	350	(1)
Performance of Objective Tasks	350	(1)
Physiological Reaction	350	(1)
Self-Report Attitude Scales	350	(3)
Summated-Ratings (Likert) Scale	351	(1)
Semantic-Differential Scale	351	(2)
Stapel Scale	353	(1)
Other Ratings Scales	353	(4)
Importance of Selected Service Quality Dimensions as Applied to Religious Services	354	(1)
Itemized-Ratings Scale	355	(1)
Comparative-Ratings Scale	356	(1)
Other Considerations in Designing Scales	357	(4)
Reverse Scaling	357	(1)
Number of Items in a Scale	358	(1)
Number of Scale Positions	358	(1)
Including a ``Don't Know'' Response Category	359	(1)
Determining Which Type of Scale to Use	359	(2)
Interpreting Rating Scales: Raw Scores vs. Norms	361	(1)
Perceptual Scaling	362	(2)
Conjoint Analysis	364	(2)
Summary	366	(4)
Part 4 Research Project	370	(5)
Part 4 Cases	375	(22)
Rumstad Decorating Centers (B)	375	(4)
School of Business (A)	379	(8)
Young Ideas Publishing Company (A)	387	(1)
CTM Productions	388	(2)
Caldera Industries	390	(4)
Calamity-Casualty Insurance Company	394	(3)
Part 5 Sampling and Data Collection	397	(116)
Sampling Basics, Nonprobability, and Simple Random Samples	398	(29)
Required Steps in Sampling	400	(3)
Changes in the Structure of Telephone Numbers	403	(1)
Types of Sampling Plans	403	(1)
Nonprobability Samples	404	(5)
Convenience Samples	405	(1)
Judgment Samples	406	(1)
Quota Samples	406	(1)
The Ad is Slick, Clever, Expensive---But is Anybody Reading It?	407	(2)
Probability Samples	409	(1)
Simple Random Sampling	409	(14)
Parent Population	410	(1)
Derived Population	410	(3)
Sample Mean versus Population Mean	413	(10)
Summary	423	(4)
Stratified and Cluster Sampling	427	(22)
Stratified Sample	429	(8)
Derived Population	430	(1)
Sampling Distribution	430	(5)
Proportionate and Disproportionate Stratified Samples	435	(1)
Disproportionate Stratified Sampling Scheme Used by Nielsen	436	(1)
Stratified versus Quota Samples	437	(1)
Cluster Sample	437	(6)
Systematic Sample	438	(1)
Area Sample	439	(4)
Combining Sample Types	443	(2)
Summary	445	(4)
Sample Size	449	(21)
Basic Considerations in Determining Sample Size	451	(1)
Sample Size Determination When Estimating Means	452	(3)
Guidelines for Estimating Variance for Data Obtained Using Rating Scales	454	(1)
Case of Multiple Objectives	455	(1)
Sample Size Determination When Estimating Proportions	456	(2)
Population Size and Sample Size	458	(1)
Other Probability Sampling Plans	459	(1)
Sample Size Determination Using Anticipated Cross Classifications	460	(2)
Determining Sample Size Using Historical Evidence	462	(2)
Summary	464	(6)
Collecting the Data: Nonsampling Errors and Response Rate Calculation	470	(43)
Impact and Importance of Nonsampling Errors	472	(1)
Types of Nonsampling Errors	473	(12)
Noncoverage Errors	473	(2)
Nonresponse Errors	475	(3)
Trends in Refusal Rates	478	(3)
Response Errors	481	(2)
Office Errors	483	(1)
Total Error is the Key	483	(2)
Calculating Response Rates	485	(4)
Mail, Email, and Fax Surveys	486	(1)
Telephone Surveys (No Eligibility Requirement)	486	(1)
Telephone Surveys (With Eligibility Requirement)	487	(1)
Other Methods of Data Collection	488	(1)
Improving Response Rates	489	(5)
``Foot-in-the-Door'' Technique	489	(1)
Interviewer Characteristics and Training	490	(1)
Guarantee of Confidentiality and/or Anonymity	490	(1)
Pre-notification	490	(1)
Personalization	490	(1)
Sponsor Disguise	491	(1)
Response Incentives	491	(1)
Survey Length	491	(1)
Follow-up Surveys	491	(1)
Are Some Techniques More Effective?	492	(2)
Summary	494	(4)
Part 5 Research Project	498	(2)
Part 5 Cases	500	(13)
St. Andrews Medical Center	500	(2)
Riverside County Humane Society (B)	502	(1)
Party Time, Inc.	503	(2)
Student Computer Lab (B)	505	(1)
First Federal Bank of Bakersfield	506	(3)
School of Business (B)	509	(1)
Rockway Publishing Company, Inc.	510	(3)
Part 6 Data Analysis	513	(144)
Data Analysis: Preliminary Steps	514	(21)
Editing	515	(3)
Field Edit	516	(1)
Central-Office Edit	516	(2)
Coding	518	(9)
Coding Closed-ended Items	518	(1)
Coding Open-ended Items	519	(1)
Building the Data File	520	(6)
Cleaning the Data	526	(1)
Handling Missing Data	527	(2)
Summary	529	(6)
Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing	535	(37)
Basic Univariate Statistics: Categorical Measures	537	(7)
Frequency Analysis (One-Way Tabulation)	537	(3)
Other Uses for Frequencies	540	(3)
Confidence Intervals for Proportions	543	(1)
Basic Univariate Statistics: Continuous Measures	544	(5)
Descriptive Statistics	545	(1)
Converting Continuous Measures to Categorical Measures	546	(2)
Confidence Intervals for Means	548	(1)
Hypothesis Testing	549	(6)
Null and Alternative Hypotheses	549	(1)
Hypothesis Testing Procedure	550	(1)
Typical Hypothesis-Testing Procedure	551	(2)
Issues in Interpreting Statistical Significance	553	(2)
Testing Hypotheses about Individual Variables	555	(8)
Chi-Square Goodness-of-Fit Test for Frequencies	555	(2)
Kolmogorov-Smirnov Test	557	(1)
Z-test for Comparing Sample Proportion against a Standard	558	(1)
Z-test for Comparing Sample Mean against a Standard	559	(4)
Summary	563	(9)
Data Analysis: Analyzing Multiple Variables Simultaneously	572	(85)
Analyses Involving Categorical Measures	574	(10)
Two-Way Cross Tabulations	574	(3)
Presenting Tabular Data	577	(1)
Independent Samples Z-test for Proportions	578	(2)
Spearman Rank-Order Correlation Coefficient	580	(3)
Coefficient of Concordance	583	(1)
Analyses Involving Categorical and Continuous Measures	584	(8)
Independent Samples t-test for Means	584	(3)
Paired Sample t-test for Means	587	(1)
Analysis of Variance (ANOVA)	588	(4)
Analyses Involving Continuous Measures	592	(13)
Pearson Product-moment Correlation Coefficient	592	(4)
Simple Regression	596	(1)
The Importance of Theory in Marketing Research	597	(1)
Walkup's Laws of Statistics	598	(2)
Multiple Regression	600	(5)
Summary	605	(10)
Part 6 Research Project	615	(3)
Part 6 Cases	618	(39)
Wisconsin Power & Light (C)	618	(3)
Young Ideas Publishing Company (B)	621	(3)
Office of Student Financial Services (B)	624	(8)
Transitional Housing, Inc. (B)	632	(10)
Fabhus, Inc.	642	(3)
Telecard.com (B)	645	(5)
Marty's Department Store	650	(4)
A Picture is Worth a Mega-Byte of Words: Census Data and Trends in Lifestyle Purchases	654	(1)
Joseph Machine Company	655	(2)
Part 7 Research Reports	657	(34)
The Research Report	658	(33)
Research Report Evaluation Criteria	660	(1)
Writing Criteria	661	(4)
Completeness	661	(1)
Accuracy	662	(1)
How to Write Your Way Out of a Job	663	(1)
Clarity	663	(1)
Some Suggestions When Choosing Words for Marketing Research Reports	664	(1)
Conciseness	665	(1)
Forms of Report	665	(6)
Title Page	666	(1)
Table of Contents	666	(1)
Summary	666	(1)
Introduction	667	(1)
Body	667	(2)
Conclusions and Recommendations	669	(2)
Appendix	671	(1)
Synopsis	671	(1)
The Oral Report	671	(4)
Preparing the Oral Report	671	(2)
Delivering the Oral Report	673	(1)
Tips for Preparing Effective Presentation Visuals	674	(1)
Graphic Presentation of the Results	675	(9)
Pie Chart	676	(1)
Line Chart	677	(1)
Stratum Chart	678	(1)
Bar Chart	678	(1)
Bar Chart Variations	678	(2)
Maps	680	(2)
Putting Graphics to Use	682	(2)
Summary	684	(7)
Epilogue	691	(4)
Appendix	695	(8)
Notes	703	(16)
Glossary	719	(8)
Index	727